Beet Commentary by Ashley Swartz: Content Must is “Fluid”

VIEQUES, PR — In a fast-changing, multi-screen world, content and consumers are leading, rather than marketers, says Ashley Swartz, CEO and Founder of Furious Minds, in a state-of-the-nation video report from the Beet.TV Executive Retreat. “There is a fluidity of content. We are chasing, we are not leading. Audience behavior is changing faster than we can keep up. Content and distribution are following eyeballs and what comes next are brands and dollars,” she explains.

What’s more, this new world order is vastly more complex and requires new sets of skills and talents from marketers to not only understand communication, but also the guts of businesses, as well as P&Ls. To keep up, educators need to start teaching up-and-coming advertising entrants about programmatic buying, real-time buying, and the new directions of the industry. “We have to educate and make everyone a part of the conversation and not retain the elitist dialogue we have so far,” she says.

In addition to education, marketers need to be aware of the lessons of the past, and the music industry in particular. “We have a choice whether we become victims to technology or embrace it. We are on the cusp of a time of reinvention.”

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